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The affordable skincare brand launching in NZ that’s famous on TikTok

By MiNDFOOD

The affordable skincare brand launching in NZ that’s famous on TikTok

The skincare industry has been in huge growth mode for the past couple of years, driven by better understanding from consumers around what products do, and how specific ingredients benefit skin. 

That understanding has been fueled by the likes of print and digital media (hello, that’s us!) as well as social media, where discussion around how to use products, build routines and solve issues is everywhere.

Although peer discussion can feed inaccuracy, many also seek out informed voices and in the case of one brand, it’s done wonders. 

Skincare brand CeraVe, about to launch in New Zealand through Chemist Warehouse, has enjoyed skyrocketing popularity over the past 18 months.

On the face of it, the US-based skincare line looks like a fairly straightforward, fragrance-free, affordable and somewhat plain skincare offering, albeit one with a dermatologist-recommended pedigree thanks to its efficacious, gentle ingredients. But it’s those ingredients, along with a little education from some trending personalities, that has established it as a go-to. 

Founded in the United States in 2005 and developed with American dermatologists, CeraVe offers a number of daily skincare products for the face and body that suit a wide range of skin types. 

It was created after those dermatologists noticed that many skin conditions such as dry skin, eczema and acne-prone skin all had one thing in common – a deficiency in skin ceramides and in turn, a compromised skin barrier.  (Ceramides are a unique form of lipid, or fats, that are found naturally in between the skin cells of the stratum corneum, or barrier.)

Its line up is based on the inclusion of three essential, skin-identical ceramides delivered with a specific slow-release technology called Multi Vesicular Emulsion (MVE) along with other key ingredients to help nourish and restore the natural skin barrier as well as address other conditions like acne. This formula of CERAmides with MVE technology led to the birth of CeraVe, and its name. 

The brand was acquired by L’Oreal’s Active Cosmetics Division of L’Oreal in 2017 and from there it has expanded its market internationally.  However it’s been the past year or so that the brand has soared into skincare stardom, largely thanks to a very visible presence on social platforms and the support of key skin experts and influencers.

One in particular, TikTok skin-fluencer Hyram Yarbro aka @SkincarebyHyram (6.6m followers) has had a marked effect on the popularity of the brand. Although Yarbro has since teamed up with the brand on paid posts it was his initial enthusiasm for select CeraVe products that gained attention The brand has also benefited from increased consumer education thanks to further “Doctor influencers” with an impressive social media following including Dr. Dray on YouTube (1.4m followers), Dr. Michelle Henry on Instagram (90k followers), and Dr. Dustin Portela aka 208skindoc (2m followers) and Dr. Shah aka @dermdoctor (11.7m followers), both on TikTok. (Some of their posts may have been sponsored)

“They’re making serious subjects very accessible, easy-to-understand with a lot of humor,” Penelope Giraud,  global general manager of CeraVe explained to WWD. “This allows the young generation, especially the Gen Z [for the first time], to connect more easily on those types of topics, which are important for them.”

“It’s very interesting, they comb through ingredient lists,” Giraud said. “They decode the products for everybody.”

Of course it helps that the products deliver proven active ingredients at an affordable price point. 

So what should we expect when CeraVe lands on the shelves of Chemist Warehouse stores from December 14th and online a few days earlier on December 10?

A number of different cleansing options from cream to foaming or oil formulations, including hero product, the Hydrating Cleanser, $15.99, mean there are texture choices depending on your preference as well as slight ingredient variations. The classic Moisturising Lotion, $17.99 is also joined by further day $26.99 and night $25.99 moisturisers as well as an eye cream, $20.99,  hand cream, $10.99 and foot cream, $15.99.

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